Toyota

Toyota - eNews

Bi-monthly eNewsletters are sent to Toyota's prospect database to maintain their interest in the brand, keep them abreast of Toyota developments and further qualify them to enhance future communications targeting. The eDM introduces stories in a simple and engaging template, leading prospects through to the eNewsletter microsite, which holds the full stories.

Each edition contains a mix of vehicle information and offers, relevant lifestyle stories, current industry news and other feature articles. A combined response rate for the editions between January 2010 and May 2011 saw an average eDM unique open rate of 23%, with click-through rates to the full stories on the microsite of up to 13%.